E-Content
BBA402- Marketing Management
Lecture 36- CRM,KPI, Campaign
Prepared by:- Mr. Raj Kumar, Assistant Professor, Faculty of commerce and management, Rama University Kanpur
Goals of CRM Systems
1. capture new leads and move them through the sales process 2. support and manage relationships with current customers to
maximize their lifetime value to the company
3. boost productivity and lower the overall costs of marketing, sales, and
account management
The Power of CRM
CRM systems are transformational for marketing communication because they
allow marketers to use customer data to personalize their interactions to fit the
unique needs of individuals
Key Performance Indicators
• A KPI is something measurable that indicates the progress an organization is making toward its business objectives
• They can be determined for each level of the organization: company, department, team, campaign, marketing tactic
• Must be aligned to business objectives
Monitoring KPIs: KPI Dashboard Example
Some Examples of Business Objectives and Related KPIs
1. Market Share
• Market share in category
• Relative market share (share relative to largest competitors)
2. Lead Generation
• Number of qualified leads
• Cost per lead (by source/platform)
• Traffic source breakdown
3. Build Brand
• Brand awareness
• Brand equity
• Price premium
• Brand valuation
• Share of voice: mentions of your brand/mentions of others
• Brand community membership
Campaign Plan Components
1. Promotional mix
2. Resource and budget requirements 3. Timing
4. Ownership
5. Measurement
Example: Promotional Mix Budget Template
• Promotional Mix Elements
• 10% Direct Marketing: email campaigns – $500 Allocated
• 10% Digital marketing: Web-site messaging update; contest pages, social media –
$500 Allocated
• 25% Advertising: sidewalk sandwich boards, localized digital ads in Facebook –
$1,250 Allocated
• 45% Sales promotion: coupons, create-a-flavor contest, sidewalk samples, in- store posters – $2,250 Allocated
• 10%: Public relations: press releases – $500 Allocated
• Total Budget Allocated – $5,000
Example: Budget-Detail Template (Table)
Item Purpose Cost Estimate
Email-campaign
template Direct marketing: professional design for standard email template for
use in multiple campaigns $500
Web-site contest pages, internal ads
Digital marketing: professional design for Web pages and forms for create-a-flavor contest, sidewalk tasting events, internal site “ads” for
contest $500
Ad design work Advertising: designer work for sandwich boards, online ads $250
Facebook ads Facebook ads targeting local areas $650
Sandwich boards Advertising: three sandwich boards for display outside shops $350 Coupons, contest
fliers, in-store posters
Sales promotion: design and production to match other campaign-
related materials $400
Coupon value Sales promotion: estimated cost of redeemed coupons $350 Sidewalk sample
cost-of-goods Sales promotion: cost of ingredients, materials, extra labor for executing
sidewalk tasting events $1,500
Press releases PR firm assistance with press release writing, local distribution $500
Internal labor Employee labor to execute campaign 25% FTE
Total All costs excluding employee labor $5,000
Example: Budget-Detail Template List
Item, purpose, and cost estimate
• Email-campaign template: Direct marketing: professional design for standard email template for use in multiple campaigns: Estimated Cost $500
• Web-site contest pages, internal ads: Digital marketing: professional design for Web pages and forms for create-a-flavor contest, sidewalk tasting events, internal site “ads” for contest: Estimated Cost
$500
• Ad design work: Advertising: designer work for sandwich boards, online ads: Estimated Cost $250
• Facebook ads: Facebook ads targeting local areas: Estimated Cost $650
• Sandwich boards: Advertising: three sandwich boards for display outside shops: Estimated Cost
$350
Example: Budget-Detail Template List (continued)
Item, purpose, and cost estimate
• Coupons, contest fliers, in-store posters: Sales promotion: design and production to match other campaign-related materials: Estimated Cost $400
• Coupon value: Sales promotion: estimated cost of redeemed coupons: Estimated Cost $350
• Sidewalk sample cost-of-goods: Sales promotion: cost of ingredients, materials, extra labor for executing sidewalk tasting events: Estimated Cost $1,500
• Press releases: PR firm assistance with press release writing, local distribution: Estimated Cost $500
• Internal labor: Employee labor to execute campaign: Estimated Cost 25% FTE
• Total: All costs excluding employee labor $5,000
Example: Campaign Action Plan Template (Table)
Timing Activity Type Brief Description Audience Owner
3 March Designer
creative brief Draft a creative brief outlining all campaign
elements we want designer to complete Designer Martina Hagen 28 March Design work
complete
Approve email template, Web-site updates, digital ads, sandwich boards, posters,
coupons, fliers
Local public, families,
foodies
Designer with Martina 5 April Production of
print materials Complete production of posters, sandwich boards, coupons, fliers
Local public, families,
foodies
Martina Hagen
6 April Employee briefing
Conduct campaign-information sessions with employees; share campaign materials, go
through frequently asked questions Employees
Martina Hagen with store
managers 7 April Campaign
launch: in-store Prepare in-store display for campaign:
posters, fliers, coupons, contest information Store customer Store managers
7 April Campaign launch: digital
Activate and test website updates and campaign pages/forms; send targeted campaign email messages about contest and sidewalk tasting events
Store “friends”
email list;
purchased residential email list
Martina Hagen
Example: Campaign Action Plan Template List
Timing, Activity Type, Brief Description, Audience and Owner
• March 3, Designer creative brief: Draft a creative brief outlining all campaign elements we want designer to complete: Audience is Designer, Owner is Martina Hagen
• March 28, Design work complete: Approve email template, Web-site updates, digital ads, sandwich boards, posters, coupons, fliers: Audience, Local public, families, foodies: Owner Designer with Martina
• April 5, Production of print materials: Complete production of posters, sandwich boards, coupons, fliers: Audience, Local public, families, foodies: Owner Martina Hagen
• April 6, Employee Briefing: Conduct campaign-information sessions with employees; share campaign materials, go through frequently asked questions: Audience is employees: Owner is Martina Hagen with store managers
Anticipate Risks and Threats
• People: Can you count on key individuals?
• Technology: Will technology work effectively?
• Funding: Is there enough money to support the campaign? How can the campaign stay on budget?
• Innovation: Anything new and untested represents risk
• Competition: How might competitors gain advantages over, attack, or undermine your business?
• Economy: What if an economic downturn creates uncertainty and lower spending?
• Communication: How can you inform stakeholders and coordinate the campaign?
• “Acts of God”: What will you do in case of a natural disaster?
• Weaknesses from organization’s SWOT Analysis
Create Contingency Plans
• Which threats are significant?
• Create contingency plans for anything
that is of particular concern
Practice Question
Why is it important to make a plan
for a marketing campaign?
Quick Review
• What is integrated marketing communication (IMC) how does it connect to the organization’s marketing strategy?
• How do organizations develop effective messaging for marketing communications?
• What factors should you consider when selecting marketing communication methods to execute the strategy?
• What are common methods of marketing communication, their advantages and disadvantages?
• How do IMC tools support the sales process?
• How are Customer Relationship Management (CRM) systems used for marketing communication purposes?
• What common tools and approaches are used to measure marketing communication effectiveness?
• How do marketers create a marketing campaign and budget using multiple IMC tools to execute a
marketing strategy?
